Shoppers question ‘pretentious’ chocolate bar names

Fortnum & Mason’s chocolate bars in the UK have gone above and beyond to prove to shoppers that they are a high end confectionery brand.

Not only are they known for selling luxury chocolate bars but the names of their flavour combinations sound like they’ve been pulled from a classic short story.

Author Alex Smith wrote on her Twitter page: “I hope the person naming chocolate bars in @Fortnums is doing ok.”

Some of the chocolate bar names include “The Peculiar Bees of Salt Bay”, “Pilots Fly in Pink Skies” and the “descent into darkness”.

Since Smith put the question to the internet, her post garnered 2.K likes and sparked a divided response from social media commentators.

“We’ve officially reached peak hipster pretentiousness. There’s nowhere to go but up an avocado mountain wearing only a poached egg” one user wrote.

Other users pointed out that the chocolates names resembled a short story collection.

“These names are begging to be used as book titles” another wrote.

It turns out that the names were intended to marry the worlds of confectionery and literature.  

“We wanted our chocolate bars – which can be enjoyed individually or bought as a library” a confectionery buyer from Fortnum & Mason’s told The Independent.

We admire the chocolate giant’s attempt to put a creative spin on their packaging.

We’ll happily have one helping of a “Peculiar Bees of Salt Bay” bar.